Rolex announced its decision to shut down Carl F. Bucherer after acquiring Bucherer AG in 2023. This unexpected move brings an end to the well-established brand, which boasts a rich 137-year legacy, as reported by Swiss newspaper Bilanz.
Established in 1888, Carl F. Bucherer is one of the oldest luxury Swiss watch brands renowned for manufacturing its own movements. The company remained under the ownership of the founding family until it was sold to Rolex in 2023 as part of a larger deal when Rolex acquired Bucherer AG, a watch retailer that had been owned by the third generation of the Bucherer family.
Initially, Carl F. Bucherer, initially a private project for Jörg Bucherer, was found to be an expensive undertaking that failed to turn a profit. Despite the estimated investment of 250 million Swiss Francs, the brand struggled to bring in revenue, eventually leading Rolex to cease its production.
The shutdown signifies the conclusion of a significant chapter for long-standing Swiss watch manufacturers, such as Carl F. Bucherer. Previously available in approximately 250 retail stores, around half of these locations were either managed by Bucherer or its American affiliate, Tourneau. Over time, these spaces may be reallocated to other brands. Although employees have been made aware of the closure, no formal announcement has been made public as of now.
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2025-02-09 06:56